5 Tips on How to Write Effective Marketing Email Copy

Approximately 306 billion e-mails are sent and received every day worldwide. And over the next two years, this number is projected to increase to over 376 billion by 2025. 

As email marketing continues to ramp up, marketers should spend even more time perfecting their craft since it has been proven to be one of the best ways to improve conversion rates. However, it’s a lot more difficult than it seems. Even the most talented writers can struggle to perfect their marketing email copy.

With more and more digital distractions and means of opening and paying attention to emails, how can you stand out? 

1. Prioritize Clarity—Keep it Concise and Scannable

Marketing email copy that is clear first and catchy second. In a world where grabbing attention is priority number one, messaging and actions are getting lost in the process. Clarity should always be your first priority.

Be brief and keep it real—people have limited time and attention spans. To ensure your message gets across, keep your email content concise and easy to skim. Use short paragraphs, bullet points, and subheadings to break up the text and make it more digestible. 

Highlight key information and include a clear call-to-action to guide your readers towards the desired action. Remember, less is often more when it comes to email marketing.

2. Optimize for Mobile Devices

When it comes to mobile devices, a whopping 81% prefer to open emails on their smartphones! 

Majority of today’s emails are being opened on mobile devices, so it’s crucial to optimize your emails for smaller screens. To help keep up with the times, choose responsive email templates that adapt to different screen sizes. You can also test your emails across various devices and email clients in order to ensure that your text is legible, buttons are easily clickable, and images are appropriately sized. 

By providing a seamless mobile experience, you maximize the chances of your recipients engaging with your email content.

3. Start with an Action-Oriented Subject Line 

The subject line is the first thing your recipients see, so make it count. Keep it short and snappy, using action words or posing intriguing questions to pique curiosity. Avoid using all caps or excessive punctuation—this can come across as ‘spammy’. 

It’s not just about getting your email opened; it’s about inviting your audience to participate, explore, and engage in a way that feels both natural and compelling. This approach not only boosts open rates but also paves the way for a genuine connection that can lead to positive actions and outcomes for your marketing endeavors.

Remember, the goal is to entice your readers to open the email, so make sure your subject line stands out from the crowded inbox.

4. Write in the Second Person

When you write marketing emails in the second person, it’s like having a one-on-one conversation with your audience. Instead of talking at them, you’re talking directly to them, using words like “you” and “your.” 

This approach creates a more personal and relatable experience for the reader, making them feel seen and understood. It’s like saying, “Hey, we get you, and here’s something that might genuinely interest you.” By taking this more human and conversational tone, you’re not just promoting a product or service; you’re building a connection, making your audience more likely to pay attention and engage with what you have to say. 

It’s about making your emails feel less like generic messages and more like friendly, helpful notes tailored just for them.

5. Leverage Generative AI for Personalization

While clarity is key, you shouldn’t sound like a bot when you send emails. People want to open emails from other people, you don’t want to sound like you’re sending mass emails (even if you are). 

Generative AI systems can analyze vast amounts of data to understand customer preferences, behaviors, and trends, allowing for the generation of targeted and compelling messaging. Moreover, AI-driven language models can optimize subject lines, tailor content based on individual profiles, and suggest impactful calls-to-action, significantly increasing the likelihood of recipient engagement.

By following these five tips, you can write effective marketing emails that resonate with your audience and drive the desired results. Remember to continuously test and analyze your email campaigns to refine your approach and improve your email marketing strategy.

Want to learn more about email marketing? Check out our on-demand webinar, “Going Beyond Batch and Blast Emails with Marketing Automation”.

Or, are you interested in learning more about Generative AI? Check out our newest Generative AI capabilities for Sales, Marketing, and Service here

About the Contributor
Emily Jahn
Emily Jahn Emily is the Content Marketing Manager at SugarCRM with years of experience working in the SaaS industry. Her strong suits include long-form and short-form content creation, SEO-optimized writing, and editorial planning and promotion. When she's not reading, writing, or editing, Emily enjoys everything the outside world has to offer—hiking, camping, backpacking, and most importantly, skiing!